Biased Allocation of Faces to Social Categories

• Published in: Journal of personality and social psychology 2011-06, Vol.100 (6), p.999-1014
• Main Authors: Dotsch, Ron, Wigboldus, Daniël H. J., van Knippenberg, Ad
• Format: Article
• Language: English
• Subjects: Adolescent; Association Learning; Associative Processes; Bias; Biological and medical sciences; Classification; Classification (Cognitive Process); Criminal Psychology; Face; Face Perception; Female; Femininity; Fundamental and applied biological sciences. Psychology; Homosexuals; Human; Humans; Individual Differences; Individuality; Male; Morocco; Offenders; Pattern Recognition, Visual; Personality traits; Prejudice; Psychology. Psychoanalysis. Psychiatry; Psychology. Psychophysiology; Social attribution, perception and cognition; Social categories; Social Categorization; Social Desirability; Social Perception; Social psychology; Stereotyped Attitudes; Stereotypes; Stereotyping; Stigma; Young Adult
• ISSN: 0022-3514; 1939-1315
• DOI: 10.1037/a0023026

Three studies show that social categorization is biased at the level of category allocation. In all studies, participants categorized faces. In Studies 1 and 2, participants overallocated faces with criminal features-a stereotypical negative trait-to the stigmatized Moroccan category, especially if they were prejudiced. On the contrary, the stereotype-irrelevant negative trait stupid did not lead to overallocation to the Moroccan category. In Study 3, using the stigmatized category homosexual, the previously used negative trait criminal-irrelevant to the homosexual stereotype-did not lead to overallocation, but the stereotype-relevant positive trait femininity did. These results demonstrate that normative fit is higher for faces with stereotype-relevant features regardless of valence. Moreover, individual differences in implicit prejudice predicted the extent to which stereotype-relevant traits elicited overallocation: Whereas more negatively prejudiced people showed greater overallocation of faces associated with negative stereotype-relevant traits, they showed less overallocation of faces associated with positive stereotype-relevant traits. These results support our normative fit hypothesis: In general, normative fit is better for faces with stereotypical features. Moreover, normative fit is enhanced for prejudiced individuals when these features are evaluatively congruent. Social categorization thus may be biased in itself.